Faster retail ad response

How ISDN is transforming life for the multiples

Mark McCleod

Retail advertising - characterised by razor-thin lead times, late price changes and the need to get the same copy simultaneously to numerous newspapers - has been a lead sector in adopting ISDN methods that deliver copy down phone lines rather than as physical artwork. Here the provider of one leading system, ADS, explains the commercial pressures that drive the sector, and the deep cuts in art transport costs (eg from 5,000 to 5 per month) that ISDN makes possible.

In a tough economic climate, retail advertisers are under fierce pressure from the competition as well as shareholders to get ever more from their advertising. Agencies are having to become more accountable, and must work harder both to justify their fees and hang on to their clients.